Determinants of Purchase Decisions for Local Alternative Sweetener-Based Food Products among Generation Z: An Extended Theory of Planned Behavior Approach

The increasing consumption of added sugar has become a major public health concern, particularly among younger populations, despite rising awareness of healthy diets. In Indonesia, this issue is further intensified by a high dependence on imported refined sugar and the underutilization of locally sourced alternative sweeteners. This study aims to analyze the determinants of purchase decisions toward local alternative sweetener-based food products among Generation Z by employing an extended behavioral framework. A quantitative approach was used through a survey of 125 Generation Z consumers, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The model examines the roles of attitude, subjective norm, and perceived behavioral control, extended by nutrition literacy and local brand image. The results reveal that attitude, subjective norm, and perceived behavioral control have significant positive effects on purchase intention, which subsequently influences purchase decision. Furthermore, nutrition literacy and local brand image are found to significantly strengthen consumer attitudes toward local alternative sweetener-based products. These findings indicate the presence of an intention–behavior gap and highlight the importance of integrating psychological and contextual factors in encouraging healthier consumption behavior. This study contributes by providing an extended framework to better explain consumer decision-making and offers practical implications for policymakers and industry stakeholders in promoting local alternative sweetener-based food products.

Generation Z, Local Alternative Sweetener, Nutrition Literacy, Purchase Decision, Theory of Planned Behaviour

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